Online Brand Identity

Preface
Acknowledgments

Part 1: Why existing brand strategies are not future ready
1. Digital 1st brands
2. The evolution of the internet: reading, buying, branding
3. The new digital consumer
4. Thinking mobile 1st
5. The future of media
6. What onliners and offliners can and should learn from each other

Part 2: Digital 1st thinking and 4D brand building
7. Digital 1st audience targeting
8. Digital 1st content and campaigns
9. Digital 1st KPIs
10. Digital 1st evaluation and optimization

Part 3: Timely and timeless aspects of brand strategy
11. Past and future in a Digital 1st brand framework
12. The timeless power of the big idea

Part 4: Data-driven decision making in the digital age
13. The ten most common data traps
14. Combining digital data and ‘traditional’ research
15. Data and privacy

Part 5: Digital transformation of your strategy & organization
16. Top ten barriers for digital transformation
17. Vision, goals, and actions: experimenting your way into the future
18. Making the most out of automated marketing technology
19. Embedding digital thinking in your organization
20. Be ready to get punched in the mouth
Summary flow for building your Digital 1st brand strategy

Appendices
Appendix 1: Brand mission worksheet
Appendix 2: Brand identity worksheet
Appendix 3: Community interests worksheet
Appendix 4: Character worksheet
Appendix 5: Target by choice worksheet
Appendix 6: Target by data and context worksheet
Appendix 7: Dynamic creative worksheet
Appendix 8: KPI funnel worksheet
Appendix 9: Examples of micro-conversions per industry
Appendix 10: Examples of data signals (target by data)
Appendix 11: Examples of targeting methods (target by context)